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On April 21st, Google updated its search algorithm to factor in mobile friendliness for mobile searches. Pages that are easy to view on smartphones will find their rankings boosted. Prior to its launch, popular SEO opinion swung like a pendulum, the update was either going to demolish rankings as we know them or be completely inconsequential. In the weeks since, most webmasters have noticed changes but the update hasn’t laid apocalyptic waste to the search landscape as the nickname #mobilegeddon suggests.

In 2014 we passed the tipping point, more than half of Internet traffic now comes from mobile devices and tablets. The update is aimed squarely at addressing the search engine experience of a significant number of Google’s users.

A recent Pew Research Study even shows that 7% of Americans rely heavily on their smartphone for internet access, citing limited other options for going online.

Given this data, regardless of the Google update, if your site isn’t optimized for mobile you are completely sabotaging the user experience of a potential majority of your site’s visitors. Mobile is no longer the second screen, it is the first screen.

Return on experience is the driving factor in a customer’s satisfaction with your brand. Consumers return to products they feel good about interacting with, that provide intrinsic, lasting value. Forget Google, make your site mobile friendly for the all important return on experience. There are no indications the bubble will ever burst on mobile, year after year devices continue to improve and become more woven into our day to day lives.

If the majority of your site’s traffic is from desktop users, then you remain unaffected by the update (highly unlikely given mobile accounts for 60% of traffic). Your site will continue to rank where it always has in desktop searches, the update only applies to mobile searches. That being said, be prepared for your online user experience to go the way of the Dodo bird and Blockbuster.

Still Wondering If Your Site Is Mobile Friendly? Here’s 5 DIY Ways to Test It Yourself

For Pete Sena, the future of marketing is a driving force in what compels him to deliver great thinking and ideas for his clients. From the intersection of design and technology to how together both help connect, inspire, surprise and delight today’s consumers. As co-founder of Digital Surgeons, a digital-first… View full profile ›

Apple has filed a patent for a mechanism through which its customers’ biometric data is synchronized between their assorted Apple devices, via the company’s iCloud storage service.

If the patent is an indication of something Apple is working on — many of the patents filed by technology companies never become real products — it could undermine some of the company’s claims that biometric data will remain as secure as possible.

Fingerprints used to unlock iPhones and iPads or make purchases are currently kept on those devices’ internal storage. Moving that information to iCloud, or at least using the service to transfer the information from one device to another, could be much less secure.

But at least the current system requires hackers and police to have physical access to an iPhone or iPad to compromise the biometric information. Sending all that data off to the cloud — especially when that cloud is as insecure as Apple’s — exacerbates the issue.